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All Journal Atrat: Jurnal Seni Rupa
Zaki Sudiyono
Universitas Islam Nahdlatul Ulama (UNISNU) Jepara
Arts Humanities Education Social Sciences

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Analisis Semantik Visual Pada Iklan Yamaha 2016 Zaki Sudiyono
ATRAT: Jurnal Seni Rupa Vol 14 No 1 (2026): ESTETIKA DAN BUDAYA KONTEMPORER DALAM PERSPEKTIF SENI RUPA, KRIYA, DESAIN
Publisher : Jurusan Seni Rupa ISBI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26742/atrat.v14i1.5023

Abstract

Ads require a well-planned creative strategy to capture attention while effectively conveying the message to the audience. In ads that use a hyperbolic approach, the message conveyed is generally overpackaged to build a certain impression in the viewer's mind. Each individual will then interpret the message differently, depending on their own experience, background, and point of view. This study applies a perception approach with a descriptive analysis method to understand how the audience interprets the message in hyperbolic advertising. The findings of the study show that differences in perception between individuals are influenced by the sensation process as the initial stage of receiving stimuli, which then develops through various factors that affect the way a person understands the message. Despite the differences, in general, audiences have a similar tendency to capture the main meaning of automotive advertising that carries the concept of hyperbole. This is supported by the use of strong and expressive visual and audio elements, so that the message is well received and understood. In general, the dominant meaning that emerges from the audience's perception of the ad is related to the concept of 'speed' as the main message. Thus, it can be concluded that the effectiveness of message delivery in hyperbolic advertising is largely determined by how the creative concept is designed and visualized through the communication medium used.
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